Mediaura Readied The Team
Mediaura worked closely with the program’s marketing team to develop a website that would highlight the reputation of the program, while engaging users with a clean, concise and modern design that followed the latest digital trends and best practices. Knowing that the ultimate goal was for the website was to drive conversions through engagement, social media, and digital marketing campaigns, we knew that starting from scratch would ultimately lead to the best results.
We needed to improve the user experience, increase calls-to-action, and provide content that would partner with the program’s expertise. The website would need to be a foundation for all future marketing endeavors (both traditional and digital).
Quality Score for Google Search Network
Google Design Score
Average position for Google Adwords
By examining the Google Analytics of the old design we were able to determine that user flow and functional requirements needed in the new website design. Our challenge was to transition the website from its former content-heavy design into one that was one of a more user-friendly aesthetic. This included:
- Utilizing brand color palette in a cohesive way that leverage neutrals to accentuate messaging and calls-to-action
- Improving user navigation
- Increasing user conversion and engagement rates – especially on mobile
- Highlight the unique strengths of the Claudia Black Young Adult Center program
Mediaura spent several weeks performing thorough research to identify best practices for user engagement and retention specifically within the young adult demographic. Working closely with the Claudia Black Young Adult Center marketing team, these discoveries informed our approach and the design necessities for the new design.
Cognizant of the fact digital marketing would become a key component to the marketing efforts for the program, Mediaura made sure to focus heavily on the Quality Score components of the website foundation.
Quality score a plays a significant role in SEO rank and PPC Marketing performance. The greater the website quality score, the higher a website will rank in Search Engine Return Performance (SERP) and PPC advertising frequency.
“The account is in fact performing quite well right out of the gate. It has an exceptional click-through-rate and a perfect Quality Score.”
– Preston Carico, Google Account Representative
The obvious challenge of this project was to engage users in a positive, long-lasting way that would raise awareness for the Long John Silver’s brand while simultaneously creating advocates for their menu product adjustments. By leveraging social media, Mediaura was able to enact a social media marketing campaign that accomplished all of these goals, in a cost-effective manner.
- Research & Planning
- Analytics & Technology Audit
- User Interface Design (UID)
- Content Management System Development
- User Experience (UX) Design
- Quality Assurance (QA) & Testing
- Social Media Management
- Digital Campaign Implementation
“Our team has spent significant time and energy designing a new and improved website, that not only highlights the strengths and unique offerings of the Claudia Black Center but also allowing for a much more intutive interface for potential patients, families and referrents. We want the website to be a resource for those in need to gain a deep understanding of who we are and what we do without overwhelming the user with unnecessary content or clutter.”
– Sean Walsh, CEO The Meadows
Hard Work Yields Results
With other agencies, website redesigns can be a stressful process. In fact, after the typical website redesign, a company's marketing department may find the experience so tedious that they'd happily wait another five years before attempting it again. The problem arises when digital agencies fail to invest the time into learning about their client and their unique industry. Not all website redesign needs are the same, and they shouldn't be. Mediaura devotes a great deal of time researching the client, auditing a client's top-tier competitors, and analyzing the client's business in order to develop an informed blueprint for what needs to be done in order to improve not only the appearance, but the functionality of the website overall.
Mediaura’s partnership with the Claudia Black Young Adult Center marketing team (and Dr. Claudia Black herself) allowed for their existing website and digital presence to be quickly and completely overhauled from square one. Not only was Mediaura able to provide a new design that met the client’s goals, but we were able to design a digital presence that
gave their project the highest marks possible.